Russian online cinemas have slowed down

At the end of 2022, the revenue of online video services in Russia grew by only 5%, according to IAA TelecomDaily, citing

conducted research “Online video market2018-2023". According to the agency's analysts, this is significantly lower than a year earlier, when the market grew by 54% in money terms, and also falls short of the pace of 2018-2020. Experts agreed that the process of saturation with OTT services in 2020-2021 stopped due to a surge in demand caused by consumers staying at home during the pandemic. Many viewers came to the platforms using promo codes or promotions with free subscription periods. In 2022, the inevitable outflow of the number of users also intensified due to the departure of a number of large services and a decrease in purchasing activity.

In addition, the position of the players has changed.Online cinema ivi, which increased its share of revenue compared to last year (20.5% vs. 19.7%), was not enough to keep the lead. Kinopoisk took the first place - 24.1% (according to the results of 2021 - 14.6% of the market in money terms). Rostelecom's Wink project moved to third place, taking 11.4% of total revenue (8.4% in 2021). This was enough to move Okko to fourth, while this online cinema increased its share to 10.8% in 2022 and 10.4% in 2021. Start (6.8% vs. 5% in 2021) and Kion (6.8% vs. less than 1%) took fifth place together.

Illustration for IAA TelecomDaily study "Online Video Market 2018-2023"